There is a lot of talk today about longevity, so much so that in recent weeks I attended two conferences dedicated specifically to this topic. In the first, which I hosted, the focus was on nutrition—a global theme affecting both men and women—aimed at providing precise guidance on how important it is to know how to choose the foods that are truly good for us.

I learned that oily fish, like mackerel and sardines—small fish often overlooked by haute cuisine, which tends to favor tuna or swordfish—are fundamental for increasing our body’s Omega-3 levels (far more than any supplement) and keeping our blood vessels healthy. I appreciated that a company like Delicius, which produces these types of preserved fish, organized a platform for discussion called Be Blu, bringing together doctors, experts, and distributors to share findings from a vital research project commissioned by the Cardiovascular Research Institute.

At the second event, where I was invited by Elle magazine as a speaker, the discussion shifted to longevity as a challenge for women to overcome prejudices regarding mature beauty, a subject I am deeply passionate about.

And so, I’d like to share my opinion with you.

Longevity doesn’t mean staying young forever; it means striving to live well for as long as possible. This condition is made possible today by the incredible achievements of science and medicine, yet for women, it is still hampered by ancient prejudices that need to be debunked. Prejudices like: go ahead and age, but don’t you dare let it show.

For the past 50 years, women have conformed to this diktat: first the myth of the eternal “it-girl,” then plastic surgery that altered the features of many unfortunate souls, and finally, today’s post-production of social media content, distorted by hideous filters that erase features, age, and identity from so many female faces.

None of this has helped us.

But I feel that something is changing today, and that we can transform the battle against time into a cultural challenge: to stop fearing the passing years and start living them as an opportunity and a great act of freedom. Wrinkles are not flaws; they are stories, they are our experience, and the life we have been lucky enough to live up to this point. They are an achievement, not a defeat.

How do we do it? Obviously, we need to dismantle the equation that youth equals value and replace it with a more complex, more human narrative. Overturning this paradigm becomes a revolutionary act, one that many famous women have already embraced.

Celebrities like Helen Mirren, Jane Fonda, and Andie MacDowell embody this new beauty: authentic, conscious, and free from youth-centric diktats. Women like Frances McDormand or Isabella Rossellini also speak openly about acceptance and female power that matures over time. It’s not about “defying age” but about living it with pride.

I loved it when Paulina Porizkova—an 80s supermodel and now a stunning sixty-year-old with silver hair—declared: “I don’t understand why cosmetic companies always write anti-aging on products… I am pro-aging, and I’ve never been as happy as I am at this age.”

Let’s listen to her, ladies, and build this “small-yet-great” revolution together: we must stop chasing an unattainable ideal of beauty and instead build an identity founded on experience, emotional intelligence, and authentic presence.

I leave you with this thought to meditate on this summer, when you look at yourself in the mirror in a swimsuit and find yourself nitpicking. Smile instead, and be kind to yourself: let’s stop fearing the passage of time and live it as an act of freedom! Longevity is not a race against time but a solid alliance with life.

Are you ready for this spring’s Crida Tour? As we do every year, Daniela and I will be traveling across Italy to present “Mediterranea,” our summer collection, and to meet everyone who wants to have a special experience: getting an up-close look at our world.

For us, it is always an important opportunity to test the dresses, understand what women want today, and above all, check the fit of our garments on different body types. Each of us is unique and special in her beauty, and as you know, we began this adventure four years ago with a precise goal: to successfully dress all women, making them feel at ease in their clothes, correcting flaws (which we all have or think we have), and highlighting strengths.

Don’t forget that we are two women who design and create clothes for women. And we know very well what women want. So, grab a pen and paper or mark your calendars with our dates because we are eager to meet you!

The first appointment is in Lecce on May 8th and 9th, where we feel quite at home. Lecce is a wonderful city filled with elegant and refined women who love colors and are already tanned this time of year because they spend their weekends at the sea. The brilliant shades of our silks and the polka dots in many different hues are perfect for adding a special touch to their wardrobes.

On May 21st and 22nd, we will be in Rome, where we have been returning for several seasons now. Roman girls are beautiful and love to be noticed, so for their special occasions, there will be no shortage of our long silk and cotton dresses—perfect for the parties and ceremonies that, from now until summer, allow for outfits that are a bit bolder, yet always in refined Crida style.

On May 26th, we should be in Florence, although the date is not yet confirmed (I’ll let you know for sure shortly). There, we reunite with the ultra-chic, aristocratic Florentine women, capable of embellishing even the simplest dress with a piece of jewelry or a special accessory to make it unique. They love long, weightless dresses and natural fabrics with small floral patterns.

On the weekend of June 7th, for the first time, we will arrive in Milano Marittima for an exclusive event organized by the Hotel Mare Pineta. We are always very happy to explore the world of high-end hospitality, which attracts an international clientele typically drawn to the “Made in Italy” excellence we represent. We will certainly bring the highlights of our collection: the shirt-dresses perfect for day and night, long but easy-to-wear dresses, and the travel pants that have been a huge success this season, especially for those often living out of a suitcase. And then the bermuda shorts—the season’s latest arrival, a must-have for this summer.

For Versilia lovers, you can find us in Forte dei Marmi in mid-June (the 13th, 14th, and 15th) with all our beach looks in light cotton and broderie anglaise—perfect for throwing over a swimsuit—and our most stylish dresses for aperitifs and evenings out.

And to conclude in style, on the penultimate weekend of June (the 20th, 21st, and 22nd), we will reach Capri at La Parisienne, the most iconic shop overlooking the historic Piazzetta. It is the ideal place to wear our brand-new colorful silk and light cotton kaftans that solve every look from morning to night, accessorized with Capri sandals and a straw bag.
So, dear friends, save the dates and message us directly if you have questions or specific requests.
See you very soon.
And have a wonderful spring in Crida!

The first flowers have bloomed. For weeks, the Wintersweet, with its seductive scent, has been signaling that spring is on its way, and now colorful primroses are carpeting gardens and meadows. Magnolia trees are a triumph of large corollas with thick, silky petals, while in the fields, smaller and more delicate peach and cherry blossoms create magical clouds over the light green grass.
My daughter Benedetta, who is a botanist, shows me videos of the small orchids that, on the rocky terrains of Sardinia, peek through with bold hues of pink and purple.
Everywhere you look, you glimpse the beauty of nature being reborn. And this feeling—I don’t know about you—fills me with joy.
Spring is the season of promises, of rebirth, of love, and… why not, also of shopping.

It is no coincidence that shop windows are finally lighting up with colors: shades of pink, variations of blue, red, and orange, on light fabrics like silks and cottons, to be shown off during the first sunny and breezy days, perhaps with a jacket or a trench coat over the shoulders.

And flowers—so many floral patterns in the new fabrics, which alongside polka dots, will be the strong trend of this season.

In the new Crida collection, now available in stores and online, you will obviously find all the proposals that make spring brighter and more brilliant.

Polka dots, as you know, are in our DNA, and they return in elegant silk shirt-dresses, as well as in light cotton voile dresses with unusual combinations like light blue and burgundy or pink and caramel.

Paprika and the brand-new denim-blue make our skirts, shirts, and the sophisticated jumpsuit special—easy to wear and impossible to forget.

And the flowers? The tropical print appears on long dresses in two color versions, tobacco and sand, enlivened by shades of pink petals. Crafted on a precious shiny and matte Pekan silk, it is the undisputed protagonist of our newest dresses, perfect for evenings or ceremonies.

But hold on tight, because the most interesting novelty of this collection is… the trousers!
They are called travel pants, and they are feminine and incredibly comfortable. Designed with waist pleats, pockets, and a wide leg, they can be worn with sneakers or heels, in perfect Crida style.
Casual chic in solid-colored cotton, super glam in silk featuring our beloved polka dots. The choice is yours.

And finally, in anticipation of future warm weekends, I’d like to highlight our kaftan dresses.
These have nothing to do with simple beach cover-ups: if you want to be super chic on summer evenings or for beach aperitifs, try wearing our highly refined kaftans—in green silk with small black polka dots or in bold stripes brushed with pink, yellow, and tobacco.

Yes, just like the flowers you see blooming all around you.

A desire for spring.
A desire for beauty.
A desire for elegance.

What emerged from the recent fashion week to enlighten us on the trends that will define fashion for the next autumn/winter?

In my opinion, it wasn’t a memorable edition for a sector that continues to suffer from the dichotomy between major groups leading and conditioning the most famous luxury brands, and smaller realities struggling to emerge in a time of ongoing global market crisis. There was perhaps more restoration than genuine innovation, but if it is true that fashion is a mirror of society, this mood was to be expected during a time of such intense international tension. Concern regarding foreign trade is evident; the wave of tariffs launched by Trump will make America increasingly First to the detriment of Europe, but Made in Italy remains a unique and priceless heritage, and we must hope it can overcome this challenge as well.

But let’s talk about style: as always, everything and its opposite was seen on the runway. I’ll try to summarize the trends that have the best chance of taking hold—and, above all, the ones I liked the most…

1. Knitwear returns to the spotlight and is worn from head to toe—look at Sharon Stone at the Marras show. Dresses and sets that solve the entire outfit. The strongest trend is mélange, which Crida has also proposed with our newest cardigans coordinated with matching hats.
2. Bordeaux will prevail again next autumn, and I must say I don’t mind at all because I find it a stunning color. We owe it to Sabato De Sarno, who inaugurated it so sublimely at Gucci that everyone has followed suit this time around. But take note: not in small doses. Burgundy becomes a total look, accessories included. I’d point out the burgundy Crida suit for next season, with its fitted jacket and pencil skirt, which was one of the most appreciated pieces in the new collection.
3. Fur becomes a must, whether in real versions (I know not everyone will agree) or blatantly faux. The important thing is that it is voluminous and eye-catching. My advice is to raid your grandmothers’ closets: you can make a great impression without harming animals and at zero cost.
4. The masculine suit in a feminine version was featured on many runways. And obviously by Crida as well. Enough with the super-oversized “armor-like” shapes; yes to a beautiful double-breasted grey gabardine jacket paired with wide feminine trousers. Worn against bare skin, it is the sexiest and easiest outfit to wear. With loafers for the day and heels for the evening.
5. Windowpane check characterizes and rejuvenates suits and outerwear like pea coats and overcoats. Easy to wear at any age, a bit British and a bit grunge, it can become refined on midi dresses and intriguing when mixed with lace. You’ll find it in our winter collection too.
6. Fringes have become more of an obsession than a trend. They return every season, blooming on clothes and accessories, but if I may say so, I’m getting a bit tired of them…
7. Nude is another key element, seen softened in dresses that are transparent yet very sophisticated. Light fabrics like chiffon and georgette paired with wool and tweed are a great mix, especially in unusual colors like baby blue or acid green. One to copy!

These are the magnificent seven that I feel like recommending for next autumn/winter. I haven’t mentioned accessories because there is so much room for creativity there. My suggestion is to go with the classics and, above all, to cultivate the most important and precious accessory for being noticed: personality.

I don’t know which astral alignment my zodiac sign (Scorpio) entered at the beginning of 2025, but it certainly wasn’t a good one. My beloved mother-in-law, Mimma, passed away—a great sorrow for the whole family—and to top it off, I ended up “hobbled.” During the photoshoot for next winter’s collection, I slipped while wearing clogs: a fracture of the fifth metatarsal, a cast, and crutches for a month. But I am an incurable optimist, so I look toward this month of February—jam-packed not only with work but also major events like Sanremo and the upcoming Fashion Week—with my usual enthusiasm. “Never stop” has always been my motto. And so be it if I can’t wear heels; Crida dresses look great with sneakers and loafers too. Plus, in the new Spring-Summer collection arriving online and in all stores, our “travel pants” are making their debut for the first time—stunning, wide-leg trousers with masculine pleats that I already know will save me on every occasion!

Daniela and I are busy on many fronts these weeks: the sales campaign for Fall-Winter 25/26 is starting in our Milan showroom and beyond. We are incredibly excited because our clothes are about to reach two other major markets: the United States and Australia/New Zealand. I can hardly believe how far we’ve come together, following our passion for an all-female Italian style, since that distant 2020 when we started this adventure at the dawn of the pandemic—an uphill battle from the start. I still remember how many people advised us to give up and abandon an enterprise trying to navigate such stormy seas. We didn’t; we kept a steady course, gritted our teeth, and bit by bit, with small steps, we crossed this ocean of difficulties to make Crida a brand known and appreciated not just in Italy, but worldwide.

Nothing is easy even now, mind you, but the trust mixed with pride we feel every time an online order arrives or when we see our dresses in the windows of beautiful boutiques makes every effort worthwhile. It spurs us to keep doing better to face a global economic situation that is anything but simple—with some markets like America rapidly expanding, while Europe struggles to find its unity and strength to compete with the giant powers of Russia and China.

This is why we named the next Fall-Winter collection Wonderland: because we love dreaming of a world that can live in perfect harmony, with clean energy and respect for the environment, without walls or wars, without impossible tariffs or migrants fleeing their lands only to die at sea. But dreams are not enough to change the world if they aren’t accompanied by common commitment and passion.

“In the end, we are just people, with feelings and paranoias. We are grains of sand on a grain of sand spinning around the sun,” says a song called Hiroshima that I like very much. We make clothes, not political strategies, but we like to think that if all these grains truly wanted it, our earth could be a wonderful place, like Alice’s Wonderland. Do you remember it? The world she falls into, where everything is different and the impossible becomes possible, should make us realize how important it is to commit, not give up, and cultivate our dreams, regardless of age. Many limits exist only in our minds. And even if all our wishes cannot be granted, it is still right to chase them and try to make them real.

The wish I want to share with you these days is to start 2025 with significant goals in mind—each in your own field, whether professional, emotional, or personal. But since I imagine you are also fashion enthusiasts and followers of Crida, I also want to add that the beginning of a new year is the perfect time to redefine your style, both inside and out.

Are you familiar with the word “decluttering”? It literally means removing unnecessary items—to clear out and reorganize to gain new space, in your wardrobe but also in your life. Leave behind what no longer represents you and try to explore the new with boldness and curiosity.

This certainly applies to friendships: cultivate true ones with passion and commitment, and let go of those that are toxic or add nothing to your life but weight. Regarding your look, eliminate without regret the pieces that don’t enhance you and focus on garments that speak about who you are: an iconic piece, a color palette that illuminates you, or a special detail that catches the eye.

But style is not just appearance: to be and feel special, work on yourself as you would on an impeccable look. Try a digital detox, a regenerating skincare routine, and—why not—organize your days to include more than just work commitments or tiring chores: keep a space for yourself every day to do something you truly enjoy and find relaxing, whether it’s a walk, coffee with a friend, an exhibition, or a good book.

Dare to change your image: a new haircut, a unique perfume, or an accessory that defines you.

I believe that every step toward a better year begins with the intention to shine. And we at Crida work to ensure that this happens for every woman who chooses our dresses.

Fashion is an extension of who you are. Dressing up is a game, of course, but it can also be a wonderful ally in overcoming vulnerabilities and shyness, allowing others to know you in a different, brighter light.

Use it to express your best self, because the new year is just waiting for you to leave your mark!

First of all, thank you. And now, let me explain why.

If you follow us on social media, you’ve seen that the last few months for Daniela and me have been truly frantic. After Venice, New York, and Milan Fashion Week, we decided to kick off this autumn season with a series of Trunk Shows—special Crida sales events—that took us to many different cities to present the winter collection and meet new clients.

I say thank you because it was an exhausting but also extraordinarily constructive and exciting experience. It was so because of the welcome we received, the enthusiasm you shared with us, and, above all, the joy of meeting so many people like ourselves with whom to share energy, style ideas, and life philosophies.

We visited Varese, Monte Carlo, Montecatini, Turin, Lecce, Venice, and Rome. Why did we choose to embark on this long journey across Italy during such a difficult time for the fashion system? Well… precisely for that reason!

Because we believe in the strength of our product and refuse to submit to the logic of aggressive discounts used as a lure. Because we believe it is useful, in this historical moment where people are buying less in physical stores, to meet our potential clients and tell the story of Crida’s philosophy: our values, our “Italian-ness,” and refined elegance. But also the passion that drove us to choose this path, leading us to select only natural fabrics, made in Italy, and to have them crafted as only our Lombard companies know how.

And do you know what the magic was? The fact that every woman we met tried on, loved, and bought our dresses. It was a result that went far beyond our most optimistic expectations.

Many fashion professionals told us: “Well done, great marketing strategy; it’s clear you’ve studied the situation and were well-advised.” I’ll confess something: it wasn’t a choice driven by marketing or numbers, but purely by the heart. We wanted to see for ourselves how the collection was perceived, and stage after stage, we realized what every client is looking for today: not a simple purchase, perhaps discounted, but a different, deeper experience to understand the value of things and to be able to buy with more awareness.

Today more than ever, in these complicated times we are living through, we can no longer ignore the deception of prevailing consumerism. We cannot ignore the fact that too many garments are produced—mountains of non-recyclable clothing that end up suffocating landfills in poor countries like Ghana or Pakistan. In light of this, I believe we must learn to purchase only what we truly need, and ideally use those clothes for a long time because they are well-made and environmentally sustainable. Watch the Netflix documentary “Buy Now” and you will certainly get a clearer idea of what I am saying.

The fashion market—and not just that—is out of control.

On one side, there are the ultra-luxury brands with a clientele willing to spend astronomical figures just to own that object, that bag, solely for the brand it represents and not for its real value, which is infinitely lower.

On the other side, there are fast fashion chains that release new merchandise every week, imitating luxury products with synthetic, low-quality materials and often using underpaid labor.

We do not want to be part of either of those worlds. Instead, we want to represent “attainable luxury”—sustainable Italian fashion that has a fair price relative to the quality of the fabrics and the work of the manufacturers, and that reflects the needs of women like us, who want to be elegant but also ethically mindful of what they wear. The only thing we can do to convey these values is to go out and tell people about them.

That is why the Crida tour of the last two months was so useful and constructive; your feedback made us realize we are heading in the right direction.

That is why we want to say thank you for being by our side.

In November, I celebrate a major birthday: 60 years, thirty of which were spent working as a television journalist. The last four, however, have been revolutionized by a total shift in my professional life with the creation of a start-up, Crida, and my new role as an entrepreneur in the fashion industry. I don’t regret having the courage to change at all; in fact, I believe that every change—with all the studying and preparation it demands—helps keep you young and is, above all, a challenge to yourself that can only make you better. But I never imagined I would enter this sector at such a difficult and complicated time, especially for someone who decided in 2020 to launch a brand based on Italian elegance, strictly “Made in Italy” and fully sustainable.

In my opinion, two factors have completely overturned the rules. On one hand, the pandemic radically changed consumer habits: people are less willing today to spend on clothing and are instead looking for experiences, such as dining out, traveling, and weekend getaways. It’s no coincidence that there has been a slump for major online fashion platforms, followed by a crisis in Asian markets like China, and the unnatural necessity for physical stores to put goods on sale just weeks after receiving them simply to attract customers.

On the other hand, a deep and growing divide has emerged between luxury brands—which, despite a significant drop in revenue, continue to be supported by a loyal core of high-spending buyers—and fast fashion. Fast fashion, born with the blatant intent of quickly copying high-end designs at rock-bottom prices with obviously poor materials, is now trying to expand its market share by waving the flag of sustainability and positioning itself as the “new prêt-à-porter” that challenges high fashion.

However, we must be careful, because the words and images used by some brands to launch this challenge are not enough.

I’m thinking of Zara, for example, with its 7,000 stores in 100 countries and its 20-billion-dollar annual sales empire. They recently launched a polished advertising campaign—featuring Stefano Pilati as a designer and imagery not unlike that of Gucci or YSL—to convey the idea of clothes that are not just affordable but also beautiful, well-made, and sustainable. But the goal remains continuous growth, at a rate of 10% per year, to push more and more clothes into the market—clothes that will quickly go out of style and end up polluting the poorest countries in Asia and Africa.

The financial resources at their disposal are massive, unlike those of many other brands that occupy a smaller but higher-quality market segment—brands that work locally, truly use natural fabrics, pay fair wages, and must naturally offer products at higher prices. Consequently, they struggle much more.

Do you know how many clothes are produced on average per year? 150 billion. But there are only 8 billion of us.

People could make the difference if they consciously chose to buy less and buy better—to choose clothes that are not made of synthetic fibers (even if polyester is now flaunted on labels as “recycled,” it remains plastic), and to verify where the garments they purchase are produced.

Crida is certainly part of that multitude of companies that produce small quantities with high quality, spend heavily on labor, and carefully select only natural fibers. We create only two collections a year and believe in fashion that lasts, in clothes to be kept in the closet for years, and in the elegance of fabrics produced in our country. We don’t run grand advertising campaigns because we don’t have the means and because we prefer to invest in products and people. Above all, we believe strongly in Italian fashion—in that high-quality prêt-à-porter that cannot and must not disappear because of fast fashion.

What did the recently concluded Fashion Week shows reveal to us?

I must confess that it was difficult to identify clear and defined trends. It seems many brands felt the need to propose a bit of everything: from the light sheers seen everywhere to decidedly heavy oversize coats; from models in their underwear (almost always) to grand evening gowns, often asymmetrical, with incredibly deep cuts and slits. It’s as if no type of buyer should be excluded in such a challenging global moment for fashion.

The Asian markets, which in the past bolstered the revenues of Western companies, are no longer the driving force, as they too are facing a crisis. Furthermore, there are still two ongoing wars blocking strategic areas like Russia and the Middle East.

Let’s not forget that we are leaving behind a pandemic that radically changed purchasing priorities. Today, people are more mindful: they think less about appearance—about clothes and ephemeral goods—and more about values and experiences. They buy with more caution, preferring to invest in a dinner out or save for a weekend away rather than adding yet another garment to an already full closet.

You may have noticed empty shops in city centers while low-cost flights are always packed. The ultra-luxury market suffers fewer tremors, though seeing the word “Dior” painted in block letters across skirts makes me think they have some issues too. But independent brands like ours, which don’t have large funds or investors behind them, are the hardest hit by this earthquake. In my opinion, there is only one strategy to follow: focus on what you want to express through the product. It cannot just be a beautiful (and perhaps unwearable) expression of a designer’s genius. It must be something that people today perceive as a real, concrete, well-made, and lasting need.

I was very struck by the show featuring young students from the Marangoni fashion school. The best among them presented mini-collections with an apocalyptic flavor: clothes like armor, in leather or fabric, with sculpted shoulders and voluminous hoods. A futuristic idea of a world where people, instead of socializing, dress to protect themselves from imminent danger. Perhaps they are right, but this is certainly not the fashion we would want to wear in the coming years.

We belong to another generation—the one that experienced the beauty of “Made in Italy,” which was also born in a difficult time but went on to achieve resounding success worldwide. For us, fashion is still synonymous with joy, positivity, and inclusion. More than ever, however, we must avoid oddities and extreme trends, focusing instead on a sartorial, concrete product that is easy to wear and, obviously, sustainable.

The Spring-Summer 2025 collection that Daniela and I presented at the Hotel Diana responds to these characteristics of clarity, wearability, and Italian elegance. It was appreciated by the press, partly because it integrated perfectly with the quiet of the beautiful garden that hosted us, amidst the chaos of Milan Fashion Week. Crida wants to be just that: an oasis of Italian elegance in the jungle of the many seductive but ephemeral proposals that surround us.

If we can choose little today, let’s choose well. If we must buy less, let’s buy better.